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Is the Logo Dead? Abercrombie & Fitch Thinks So

8/28/2014 12:55PM

Abercrombie & Fitch will phase out all logos from its apparel by spring, as the retailer struggles to recapture the teen market. WSJ's Elizabeth Holmes joins Lunch Break with Tanya Rivero to discuss whether or not the logo is truly dead. Photo: Zuma Press.

This transcript has been automatically generated and may not be 100% accurate.

... welcome back to lunch break I'm tiny Rivera love live below the low low that would stand or at least it is that Abercrombie advance have the widget announced that it will phase out all of those in North America by spring ... with a look at Luke those in the teen market were joined by Senior Style reporter Elizabeth Holmes Elizabeth thank so much for being here ... still the logo is going to the defendant just in phase may come as a teen consumer which is kind of surprising because when I have read and read comparable perspective five years ago he couldn't put enough of that on a single T shirt their companies like air apostolic so low priced competitor at upcoming fix think ... we need to fit more in love ... and now it's late now ... think a lot said David Atkinson has swung back completely so this is not a reflection of teenagers being over Abercrombie and Fitch or is that because I know is a huge huge yes well I think I think a big logo craze came down some trickle down for me it that way every it back for a while had a lot of other as the rest of the teens like me like I was the one Mandarin with some one who competition fifteen dollars for a technology there's supposedly a new line from coming out after think ... they wanna spend their back to school I mean that way and stand again you know a teacher says Abercrombie or Hollister on rates at ... its reflection that the team returns to work a lot harder to ... capture the Staunton is still a lot of traces especially with these discount stores like eighteen and Forever twenty one on and in the stores don't tend to have left ... you can get graphic t shirts say funny things or have cartoon character ... additionally two motivations are low but ... it's more subtle and understated kind of thing I think teams are catching ... that you know they don't necessarily need to be advertising wear their clothes ... and yet we know how cyclical fashion is that you've been covering high fashion now where you are seeing ... a return to some of the logo is seen creeping back for spring this year Alexander Wang had some really chic ways of doing all of those that were understated and most of the kind of cool too ... sigh wonder if it funny that he ... didn't even a couple years suddenly the teenage eyes will be back on the logo then when the time the activity in a piano what accessories those that still kind of Sheikhan ... on YouTube that are brought up that homes and very subtle way isn't having ... on the outside so they can take expenses really can vary understated in my away work for him to come away from the days when like the coach bag had this Eagle brand has been popular can think I think you think that there is a little bit more and I think it's a more grown up and I think it's it's one of the chic or way of doing it frankly and Simon came when I the the the Allied